11 tips for creating engaging content for your healthcare facility

Many healthcare providers are aware of the fact that providing blog posts or other forms of written content can greatly improve their search engine rankings in addition to their patient volume. Sadly, they don’t know the art of crafting optimized and engaging content. And with traditional marketing slowly fading away, it’s imperative to have a dialogue with your audience, and create loyalty and trust with them overtime.  Remember that Google rewards sites with high-quality, original content.

Here are two important rules while creating engaging content:

  1. If you have nothing useful to say, don’t say at all
  2. You get what you pay for

These two points can keep you on the path of making engaging content that will yield returns for years to come besides helping you in other aspects of your business.

Now whether you’re a writer working for healthcare provider or a provider yourself, we are here to help you with these 11 tips for creating engaging content for your healthcare facility.

These fantastic tips on creating stellar health content will be actually loved by your readers!

1. Use The Right Keywords

Focusing on healthcare-related keywords and trending topics is important for two main reasons.  First, it provides your readers with updated information. Secondly, it helps you in getting a ton of traffic to your website.

Pay attention to what competitors are writing about. Of course, you wouldn’t want to copy their content. However, seeing what other facilities are publishing can surely provide you with some vivid ideas for creating your own content.

The best tool to find the right keywords for free is Google Keyword Planner, though the hard work doesn’t end there. Besides using the proper keywords, you need to ensure that you are putting them in the right places and not simply stuffing them. It’s extremely important to use your keywords in your content title so that you can be easily found.

2. Include Facts

Facts make your content greatly readable and give your website equally greater credibility. They can be incorporated in different ways to help an article or blog post make a stunning impact on readers.

Here are some pointers while including facts into your content:

  • Use them in the intro part to immediately grab the attention of the reader
  • Use them to nail a specific point
  • Include them in an infographic so that readers get an interesting visual

Try backing your claims with facts as this will help your content gain greater trust and integrity, which is of prime importance in the healthcare sector. Remember that you’re creating content that could impact the lives of readers. You owe them accurate and well-researched information.

3. Use Examples Whenever Possible

Examples are important for creating content that readers can actually comprehend. For instance, just don’t tell them that maintaining a healthy lifestyle can help curb heart disease since “healthy lifestyle” is a vague term, which can have different meanings. Rather, get specific. Build a list of practices that readers should start implementing. For example, you might include things like reducing the amount of processed sugar they consume or getting regular cardiovascular exercise. Real-life applications and anecdotes can also be extremely helpful in driving home a specific point to your audience.

They might ignore the very fact that they’re at a risk for heart disease. However, when they read a similar story, it might motivate them to make lifestyle changes. Slowly, they start trusting your content and start building a brilliant rapport.

4. Choose the Right Words

This tip goes beyond simply choosing words that are SEO-friendly-although that’s crucially important. It’s related to the language you describe the services offered by your facility. It’s all about understanding the language of your audience-not line items on a marketing spreadsheet. Building a buyer persona can assist you in proper understanding of who your readers are.

Most healthcare content describe their facilities with buzzwords like “cutting edge” or “advanced” while describing their services. However, patients are generally interested in words that are more applicable to them including “caring,” “compassion” and “patient-centric.”

As you create your own content, always keep in mind who you’re writing for and tailor your language to their needs and not merely focusing on bygone marketing ideals. Note your prospects are not brand loyalists. In fact, they are condition haters who are in dire need to find a solution on alleviating their health issues. So, the more quickly your content offers them solutions to cater to their requirements, the better.

5. Create a Story Around Your Greatest Asset: Your Staff

Without any doubt, your staff is the most valuable asset to your facility and a powerful source of telling the story of your facility with a human face. Profile physicians, assistants, nurses, doctors and even caregivers on your website, newsletter, blog and your social media channels to paint a picture of the real people behind your organization.

As far as building a profile is concerned, you can share the personal story of your individual staff member at least once a week or month to discuss their experience at the hospital or some of their major highlights/achievements of working at the facility. It’s important to include a picture of the staff member as it makes your readers easier to connect with them and make their story greatly appealing.

Does your facility release a series of articles, videos or podcasts on a given subject consistently?  If so, it’s wise to feature your staff members in these pieces of content to bring forth the full circle experience. It’s also best to feature the accolades and accomplishments of your staff to exhibit support and emphasize on how your team is doing great. Highlighting staff members in your content brings authenticity and originality, which is an important technique of building trust with your target audience in the long run.

Here’s an example of a fascinating video created on Personal Protective Equipment (PPE) by The Baptist Medical Center Jaksonville.

6. Give Your Personal Opinion on The Latest Industry Happenings

In the healthcare industry, there is a consistent downpour of development, trends and news that can have an impact on your staff members in some way or the other. As a means of crafting original content or repurposing existing content, take a cognizant stance on the latest news story, trends or issues in your industry and publish the opinion in the form of an article, video, interview or other forms of media to get the opinion of your facility far and wide.

This is a productive way to create content and build a unique stance on an existing and relevant issue to your industry. An important point to note here is to lend your opinion only on issues or topics that you have expertise or authority on as it relates to the credibility of your organization.

Florida Hospital posted this engaging video on their doctor discussing a surgical procedure after Angelina Jolie caught attention of the operation among the general public. As a representative of the facility, the doctor discussed the procedure elaborately which happened to bring the organization to the limelight, while creating engaging content simultaneously.

7. Use Videos To Capture Compelling Stories

Video has turned out to become one of the most important channels for telling a story to your target audience and can help build immediate credibility. Based on Smart Insights, approximately 83% of marketers are of the view that video is gaining prominence, and 53% of customers engage with a brand after watching a video on social media.

It’s best to create a strategy of programming, something similar to a TV series by featuring your services, staff, expertise, patients and any other important information that is unique to your hospital. The type of content professionals in the healthcare industry is privy to is immensely valuable in its allure to a huge, mainstream audience. We all know that some information in hospitals is extremely sensitive and private, but other insights and information could have a wide array of benefits for your facility while sharing with the public.

University Hospital has uploaded an interesting video featuring one of their patients, their condition and the surgery performed to help reverse their gymnastics injury.  By sharing this magnetic recovery story in the form of a video as opposed to written content, it helped in illustrating the value of the hospital better as their audience came to know of the particular patient experience by listening to her voice, watch her explain everything and see her smile.

8. Include Infographics

Hospitals can easily get unique access to experts and data related to their expertise directly and also from the strong relationships they foster with various university students studying and amassing information on the services they offer.  Collect this information and include this in the form of an infographic on a specific topic related to your industry. Once you share this information and knowledge in a visual format, it somehow bolsters people to read, link and share to this resource most of the time. Infographics reduce information overload, are more engaging, accessible and increase the willingness to read by 80%.

The data for the infographcis can even be sourced online; however, it’s important to see that the information you use is accurate and updated. Some of the best online tools for creating infographics are Visme, Canva, Easel, Piktochart and Infogr.am.  You can even consider hiring a freelancer or outsource it to an agency.

If a dentist decides to create compelling content about his services, he can highlight the negative effects of poor dental hygiene in a visually captivating way. This helps the dentist to better inform prospects of the pitfalls of not visiting a dentist regularly.

9. Gather Conversations From Social Media

Healthcare facilities very often find difficulties on approaching social media effectively because of limitations and time constraints on content types that can or cannot be shared. A great source of engaging content that is completely free and worth sharing is the feedback you get from you audience on various social platforms. To do this effectively, browse your comments and wall posts on Facebook, mentions on Twitter and comments on your YouTube channel to name a few. By doing so, you can get excellent feedback that’s worth sharing among your fans, which can be done through a blog post, newsletter, video or other forms.

Here are some effective ways to gather feedback from social media:

  • Update Your Status

Post a question to your followers via a status update. This way your business will be able to gather immediate feedback from your community about your services and products. You can then proceed to ask them if you could feature their story on your blog.

  • Create Surveys

Not all your fans will be open to leave detailed and public feedback via replies or comments. Some keep it a low key affair. That’s when creating a survey can be the best solution for gathering patient feedback without spotlighting any patients in the process. The best free website to get you started is Survey Monkey. Once you create the survey, you can share the link via a status update.

Getting regular feedback from your partners and patients is of paramount importance for the success of your facility both offline and online. Surveys can assist in gauging the satisfaction of patients, determining the greatest concerns plaguing your organization and understanding how patients perceive your services.

  • Monitor Comments

Your organization does not always have to approach patients directly when asking for feedback. You can just monitor their engagement on your social platforms, indicating keeping a close eye on their sentiments, voice tone and key issues.

If used wisely, the feedback you get from social media can be used to create powerful and engaging conent.

10.Publish an Ebook

E-books consist of long-form editorial content related to a particular subject that provides in-depth value compared to an article or blog post on account of their length and multitude of sources. These resources help in educating your target audience and providing value around a given subject. The advantage of a healthcare facility is that it can pull data from studies and experts that can be used to compile an eBook. An eBook can include topics ranging from the seven latest innovations in heart transplants to the impact of artificial intelligence on healthcare. A common determinant among these books is they help in generating leads to an organization’s website as they provide high-quality information along with value absolutely free. If you want to make your eBooks greatly effective, try gating the resources with a sign-up form that entails visitors to exchange their email or other contact details with the free resource.

Becker’s Hospital has created a list of eBooks related to patient safety, curing medical bill ills, turning raw data into actionable insights and more, and offers it for free by entering the reader’s name and email address.

11. Create a Magazine on Seasonal Wellness and Health

Create a monthly, quarterly or annual online magazine about your hospital, services, seasonal updates and news. This will make your facility look like a publication and blaze the trail on providing high-quality content related to healthcare to your readers based on your expertise. Including a magazine can be a great aspect to your content strategy because of the frequency at which it’s released. As a result, your audience will start expecting it, similar to their much-loved TV program, if it’s released consistently based on the needs of the organization. Use information from your eBooks, infographics and blogs for your magazine and ensure to include a variety of unique content too. The magazine can be as extensive or minimal as your facility deems fit. But keep in mind that it has to provide a lot of value.

You can find some terrific ideas of creating a magazine by hovering to the magazine section of Asian Hospital & Healthcare Management. It gives visitors and patients information on wellness tips besides the latest happenings in the healthcare industry in the form of both images and texts.

Your’re Not Too Late to Start Creating Content

As a healthcare marketer, you have all the power to aid people through a complicated and frustrating time in their lives. Is your brand offering educational resources and telling stories that can inform and support your prospects? It’s never too late to begin. It’s super simple and free in most cases. So what are you waiting for?

10 Essential Elements of Your B2B Healthcare Marketing Strategy

10 Essential Elements of Your B2B Healthcare Marketing Strategy

Since there is an enormous competition in the healthcare market, it’s time to up your ante! With the exploding number of competitors out there, you have to stand out and get your voice heard as a business. Of course, this can be an uphill task, but by any means, it’s not an impossible feat to achieve. In this post, you’ll gain some of the core insights on what you can do to create a winning marketing strategy.

When it comes to B2B healthcare marketing strategies, there are many different forms, some of which might work or not!  Now let’s delve straight in and find out some of the core elements of an outstanding marketing strategy.

1. Get Laser Focused On Your Important Buyers

To boost your efforts with B2B healthcare marketing, you got to have a crystal clear idea of whom you are selling to. This is when a buyer persona comes into play, which is nothing, but a fictional character you build that represents your ideal target customer. You can easily build buyers personas based on specific factors like demographics, behavioral patterns, roles, responsibilities, challenges, and objectives.

A B2B healthcare marketing strategy will have an utterly different buyer persona and is geared towards offering solutions or products to healthcare institutions. Instead of targeting a patient looking for aid, you may be targeting a hospital in dire need of an EHR system upgrade, for instance. According to HITMC, 72% of prospects begin with a search and B2B buyers are anywhere from 60% to 90% down the buying cycle once they decide to reach out to a vendor. These buyers have their own set of challenges and issues. By comprehending their unique challenges and addressing those issues, you’ll be better equipped to build the perfect marketing content to engage them and boost the outcome.

This requires a lot of research and time from your end; nonetheless, it’s well worth the workload. There are some easy techniques to gather details about your target customers like social media analytics and Google analytics to name a few. You’ll also be able to use this information for other projects and campaigns down the line. In addition, you can use it while aligning your marketing and sales team too. There is a whole array of benefits for building your ideal buyer personas; however, you’ll not be able to derive these benefits until and unless you map the specific factors as mentioned above.

2. Define The Buying Cycle Of Your Ideal Byers

Building your buyer persona is just one element, but mapping out their purchasing process is another journey. You got to ensure that you understand your buyer’s journey right from the beginning till the end.  Sketching common paths that guide your customers through a refined process is very crucial. Once you outline these paths, you’ll find out what stage your customers are at with respect to your business.

Given below are the three stages:

  • Awareness Stage –This consists of the initial stage of the buyer’s journey where the buyer becomes aware of their pain or problem and is desperate to get their issues solved. This is where you provide them the much-needed information that helps them clearly understand the situation they are in and define their problems. What you are basically doing here is raising awareness!
  • Consideration Stage-This is the phase where your buyers know their pain points and how to solve each one of them. You present them with many alternatives that would be a solution to their requirements. Your buyer will now view each of these options and find out the most feasible one.
  • Decision Stage– Once your perfect buyer reaches this stage, they will begin the process of making a formidable decision. This is the time when you have to make them understand the benefits and drawbacks of their decision, and what makes you unique from all the competitors in the market.

Targeting your potential customers with high-quality content that acts as a magic wand to their needs will result in greater engagement and a huge number of leads coming in your way. These three phases of the buyer’s purchasing cycle are critical to your overall marketing strategy

3. Leverage Quality And Premium Content

An effective way to engage with your prospects and present customers is through strategic creation of content. A recent report by HubSpot indicates that B2B firms that use healthcare B2B marketing tactics to craft content often pull in more leads compared to those that don’t.  Once you develop a clear buyer persona for every persona and map out the buyer’s journey, ensure your content addresses their specific questions and challenges. This assists in building trust and boosts the chances of converting visitors into qualified leads, which can convert into a whole lot of opportunities. Another important element is to consistently publish engaging and in-depth content, preferably twice a week or even more if you can. And never forget to include CTA in your blog posts as this encourages readers to join your mailing list. Building a trustable relationship with your ideal customers merely through blogging can lead to increased sales, eventually making your B2B marketing strategy more impactful.

Quality content still rules the roost and should be approached in the same manner. If your target audience is able to take away applicable and relevant information from your content in return for their personal information, you just fostered a relationship and a fresh lead. Now it’s time to strengthen that bond, and you’d want them to come back for more educative and interesting content on their topics of interest.

4. Nurture Your Leads

Now that you’ve started generating leads, it’s time to convert them into qualified leads and eventually into purchasers.  Two of the best ways of doing this are through chatting online or an automated email series. Segment your list based on the buyer’s journey and create relevant content for each of these segments. Share links to your recent posts and keep in touch with your leads. Remember that not everyone is ready to buy just right off the bat. This is where lead nurturing plays a pivotal role. Your job should be to update your leads with recent industry developments so that they are aware of the latest information. Give them firsthand information about discounts or new offers as well. However, never bombard them with excessive phone calls or emails too soon. They might get overwhelmed and unsubscribe from your mailing list.

Ensure your marketing or sales team to time the interactions with your acquired leads. Closing the deal is an art in itself, so ensure your sales team understands this process well.

5. Keep Yourself Updated Within Latest Industry Trends

There are always new changes, updates and innovations in any given industry, but it’s your responsibility to stay ahead of the pack. Keep yourself well informed on what’s happening in your realm. Pose questions like….what are the new methods of marketing, how Facebook ads can drive your business, which software you can use to drive sales and so on. What techniques are the leading competitors applying from which you can gain insights to grow your business? Who are the emerging and new businesses in your industry? What are the best available technologies? Where is your industry heading to in the next couple of years? Once you have the required information, it will help you create an effective inbound and content marketing plan.

Updated knowledge of the industry is invaluable to your content creation process, particularly in the healthcare segment. So keep yourself updated so as to remain ahead of your competitors.

6. Build A Strategy For Unique Healthcare Buying Cycles

B2B sales cycles in the health care industry are analogous to a marathon. In fact, approximately 43% of sales are made within the first 6 months, while the longest can take up to roughly 2 years. To combat these long purchasing cycles, you need continuous and consistent uploads of media to keep your buyers engaged besides methods like retargeting efforts and lead nurturing.

For instance, if a purchasing committee houses many personas, with segmented retargeting, you should target each persona with different types of content to engage them in different ways. Content designed for a hospital administrator will be totally different than content geared towards a lead surgeon, as an example.

To bolster your B2B healthcare marketing efforts, implement Account Based Marketing (ABM) techniques. ABM consists of a cumulative and concentrated effort that purely focuses on enabling the sales team to accelerate outreach and prospecting. Since healthcare buying cycles are pretty long, you’ll have to accelerate the process. What you need is targeted outreach with ABM.

The fundamental objective here is to waste less time on awful prospects and empower the sales team with a structured process that well aligns with your digital marketing strategy.

7. S.M.A.R.T. Business Goals

SMART stands for specific, measurable, attainable, relevant and timely. Once you start creating objectives for marketing, or when you get the required information from team members about business objectives, ensure they are SMART. For instance, one of your marketing goals maybe to increase leads. Just stating you want more number of leads isn’t adequate. Instead, a SMART objective would be : greater inbound leads by 15% Month-over-Month by the end of the given year. SMART objectives are not only easier to track, but they assist others in understanding exactly what you want to achieve and how your techniques can make the objective a reality.

Besides having SMART objectives, you should also segment your goals. You can break your objectives as given below:

  • Business Goals-Business goals relate to the goals of the entire company. They are important to know as you can get a clearer picture. For example, how can marketing help move the needle for your company this year? Having this data will help prove the ROI of all your efforts.
  • Marketing Goals-When creating SMART marketing objectives, it’s best to break them down into other elements. For instance, what do you want to achieve with inbound marketing? How do these objectives differ from your normal, outbound marketing efforts? Do you have important objectives for a specific channel? Do you require more blogging? More webinars? You need to include all of these objectives into your marketing plan. This way you can best focus your resources.
  • Sales Goals-When marketing aids the entire sales team fill their funnel with quality leads, the battle is won.  So try to understand the requirements of the sales team-the duration of the sales cycle from lead to patient/customers, the numbers they need to hit, the support materials they require and so on. Once you have an idea of these elements, you can include various objectives in your marketing strategy to assist in meeting those needs.

8. Lead Identification Overview

As stated above, you got to have a clear understanding of how your B2B marketing efforts tie in with the efforts of your sales team. When creating your healthcare marketing plan, get into the intricacies of the sales process. Include the pain points of the buyer, the best sources of lead, common sales objections, the reason why customers buy, and an overview of the entire buying process. It’s equally helpful for marketers to sometimes sit in on sales calls.

Besides these factors, your entire team should agree upon lead identification requirements (what defines a sales qualified lead, what defines a marketing qualified lead etc). This ensures that everyone is one the same page with respect to leads and goals.

9. Influencer Marketing

In truth, influencer marketing is not something new to the healthcare industry. In simpler terms, influencers are people whom the general public trusts on certain issues to make recommendations. Remember those “9 out of 10 surgeons recommend….” advertisements on television? Those were the early days of influencer marketing, and it’s sensible enough to use this strategy in the B2B healthcare industry.

The key now is how to do influencer marketing the right way. Marketers certainly want to follow the best practices for influencer marketing. The first step includes choosing influencers (advocates, patients, physicians etc.) who have mammoth social media followings and also an engaged audience. Read the feedback from their followers. Do these influencers stir any comments?  And do they respond to queries and comments? After all, influencers with large fan followings but zero comments are relying heavily on paid likes and bots to pad their social media profiles.

The next step includes looking at the channels used by the influencers. Marketers want to work with influencers who are active beyond Twitter, Linkedin and Facebook. It’s a great idea to use influencers with a wider reach that spawns print media and television. Influencer marketing campaigns yield 11 times higher ROI compared to other types of promoted content. So you’d like to adopt an influencer marketing strategy sooner than later.

10. Thought Leadership

It’s increasingly apparent that to maximize the effectiveness in the B2B healthcare industry, marketers have to position themselves and their companies as thought leaders within the sector. A study by Edelman and LinkedIn discovered a number of eye-catching revelations, which included that thought leaders within an industry, received greater number of request for proposal invitations. On the contrary, those who didn’t position themselves strongly as thought leaders lost lucrative business opportunities.

The same study stated that roughly 55% of C-Suite executives give important information to marketers whose brands are seen as thought leaders. Furthermore, 89% of C-Suite executives acknowledged a growth in respect for the same organizations.

Conclusion: Focus on Value

To summarize, align your sales pipeline with the new shift in purchasing behavior. Define your buyer persona, look at the pain points of your prospects and ensure that you’re educating and solving their problems in every step of the way with your marketing strategy. Tailor your content for your target audience. And above all, reinforce the value you provide over that of all the competition out there.

10 Healthcare Marketing Strategies to Grow Your Business

Similar to any other business, healthcare organizations are slowly embracing robust marketing strategies for accomplishing both their short and long-term objectives. A majority of these medical practices implement an amalgamation of various marketing strategies to get an edge over competitors, boost their cash flow, advertise products and services, increase market share, enhance their reputation and venture out into new markets.

The healthcare industry is undergoing a drastic change as patients’ expectations and needs have accelerated. In 2018 alone, US healthcare providers alone spent a staggering $2.84 billion on digital ads, a jump by 13% compared to the figures in 2017. The cost for a healthcare lead is approximately $286 and healthcare marketers are willing to pay more for each lead.

Even if you’re satisfied with your current patient volume, the figures above should propel you to build a planned medical marketing strategy so as to keep your organization at the forefront.

Here are 15 simple ways by which you can achieve this feat:

  1. Design your website with clients in mind

Have you ever invested money into interior decorating, cleaning services and landscaping for your facility?  You must have done that since first impressions matter the most and patients don’t want to be treated in a debilitated place.

And your website is similar to the exterior of your building, and patients will lay their trust based on its looks and the way it functions. In a recent report, 48% of respondents cited the design of a website as the main factor in deciding the reliability of your business, with users forming an opinion within 0.05 seconds once your page loads.

A survey by CWD discovered that 89% of patients want seamless and easier access to their personal health records. The same report stated that 78% of consumers were interested in receiving virtual healthcare services, with virtual healthcare visits jumping to 71% in 2017 from 54% in 2014.

Patients also want to book your services online as online booking is becoming a great necessity.

After analyzing all the statistics and trends, an ideal healthcare website should have most of the following:

  • A healthy supply of videos and other  forms of helpful content
  • Online scheduling
  • Online bill pay
  • Customized portals where patients can get access to their healthcare records
  • Renewal of online prescription
  • Messaging capabilities
  • Emergency wait rooms
  • Virtual visit options with healthcare providers
  • Build a responsive website

A responsive website is a mobile-friendly website that is designed to function on a tablet or a phone. Such a website functions on any device, and appears the same way on a particular device as it would on a computer. According to Google, 61% of users will not possibly return to a site on a mobile if they face troubles while accessing it and would instead visit a competitor’s site. A responsive website is the norm in today’s web design industry, but besides that, it’s something search engines are looking for while crawling your website to determine your rank.

As of March 26, 2018, Google has launched new algorithms for search results in the form of mobile first indexing. In other words, Google has decided to show search results based on the mobile version of the website versus the web version. So if your healthcare organization doesn’t have a responsive website, it will effectively be eliminated from all search results except for your branded keywords.

So it’s crucial to make your website responsive, and even if you have one, ensure that the imagery and content continues to load properly on all hand-held devices.

  • Utilize video marketing to attract new patients

Video marketing is the number one channel for healthcare marketers to increase awareness and build trust around their business.

There’s very little that can be pitted against video content; that’s why TV ads have been the holy grail of marketing in the past. It also shows why YouTube has turned out to be so successful now. Keeping this in mind, healthcare marketers should try to make their messages short and informative by posting them as videos.

Get great stuff out there and its performance with time will speak for itself. You can use these top 10 tools for creating videos that rock. Encourage every member of your marketing team to document anything that could be of immense value to your prospects.

A tangible of video marketing is Orlando Health. They have an awesome series of YouTube videos where practitioners talk about who they are, their work experiences, and also how different medical conditions can be treated.

  • Invest in search engine optimization

Search engine optimization is very much alive and it greatly matters for healthcare organizations-83% of patients visit a hospital’s website before booking a visit, and 89% of them turn to a search engine when they’re looking to solve their healthcare queries. Besides, “near me” health-related queries have doubled since 2015.

There are two key places where you need to rank better-the local pack and organic search results.

A local pack is a group of 4 to 5 business listings that can be seen above the organic search results. On a hand-held device, it’s the only thing users see without scrolling down.

A quick search with the term “allergists near me” reveals the following:

The information in the local pack is primarily pulled from your Google My Business (GMB) page. We recommend you to check for the following on your GMB listing:

  • The categories of your business, which helps patients find specific needs
  • The description of your business
  • Your contact number
  • Your location
  • Reviews

When someone talks about general SEO, they are indicating organic search results. In order to rank well organically, you should be seen as an authority in your field by producing highly relevant and optimized content.

Here are some tips to help you:

  • Your site has to be optimized for SEO. This indicates it should be fast, secure, mobile friendly and have the right schema.
  • Create content driven by your patients’ requirements. Instead of ranking websites as a whole, Google ranks pages individually. This is why you need to create optimized content (including landing pages, blog posts, email newsletters, press releases and Ebooks to name a few). And for that you need a proper content distribution plan.
  • Target the right keywords relevant to your industry. Google Keyword Planner and Ubersuggest are some free and reliable tools to help you in this regard. Just enter your seed keyword and choose your city. Next hit “Enter” and you’ll get loads of suggestions that can be used in your content.
  • Have links pointing back to each page on your site
  • Try getting backlinks from high authority websites
  • Manage your sitemap or site index
  • List your site on GMB
  • Submit your site to Google
  • Invest in customer-touch points and multichannel initiatives

Remember that your patients are omnichannel. So you should plan your healthcare marketing initiatives accordingly. From contact forms, online chatting  and a prominent display of your contact numbers, the main objective is to reduce online friction and encourage patients to easily get in touch with your business through all possible channels.

Whether it’s chat bots or text messaging or even the most basic chat options that show up on your site, there are a whole lot of multichannel techniques that healthcare marketers should consider implementing imminently. Anything that offers an exclusive user experience and boosts engagement paves the way to the success of a healthcare marketing campaign.

The greater number of touch point options you can provide on your website, the more refined will your customer experience be, and therefore your engagement rates. Note that every user is unique and while some may love to engage with chatbots, others may prefer heading straight to your Facebook or Twitter page to engage with your brand.

Having a landline number, which is one of the simples options can be a huge benefit. Keep all your channels open and appreciate the choices of your customers.

  • Focus on wellness

Leveraging wellness as a talking point in your campaigns will align the objectives of your business with what prospects care about. And it will score your some brownies in the form of earned media and great PR.

Wellness is one of the trends rocking the healthcare industry currently. Consumers are greatly drawn to the concept of living healthier lives  and although many healthcare organizations  are already creating content about wellness, hospitals will now have to step up the game in the space too.

Crafting content that helps your prospects live healthier and better lives is a wonderful way to build a powerful impact on your niche. Blue Cross Blue Shield, created uproars when it announced giving away Fitbit wristbands at throw away prices to their members.

It’s best to think of wellness as a social endeavor that should be aligned with your marketing efforts to entice the health conscientious population if you plan to muscle in on the sector.

  • Consistent Branding

You might be thinking that your expertise and credibility in general will set you apart from the rest. But for a patient, one white coat looks similar to the other.

The first step is creating a brand is to figure out what it’s all about. What’s unique about your organization that makes you stand out? Is it your family-friendly office or the way you handle your patients? Or is it the spa-like environment you have? Delve into each of these factors and you’ll be surprise to find at least one factor that makes your team unique. This factor is something that helps patients remember you.

The next step involves posting content that makes you unique consistently on your website, social media channels and industry journals. By doing so, not only will your online reputation increase, it will also position you as an expert in your industry.

  • Use social media like a pro

When done correctly, social media can significantly improve a healthcare brand’s affinity, engagement on the web and long-term user retention. Healthcare marketing is one of the most neglected sectors where social is hardly used. Many marketers struggle to implement effective strategies that are in line with their business goals. However, some sectors fare well. These include plastic surgery, dental, chiropractic and physiotherapy.

The use of social media in healthcare marketing is basically lifestyle based; however, this shouldn’t refrain you from using it if your product or brand doesn’t fit into the category. That said, you can still gain a ton of followers with engaging posts, exhibiting your content and thought leadership to your audience and build strong brand awareness.

Posting photos, events or updates is something many healthcare marketers rely on. Although this can be an effective strategy, it shouldn’t be your only go to method. Rather, invest in paid social media, which is perhaps a better way to reach the right people even if you aren’t connected. Paid social media is more than clicking on the “Boost Post” button that appears whenever you post something on your business page. It’s a terrific way to gain traction and acquire new patients.

  • Use advanced analytics and AI

Advanced analytics coupled with artificial intelligence can propel healthcare marketing initiatives to get in front of the right audience, with the right product and at the right time. All healthcare marketers should now consider leveraging on advanced analytics and artificial intelligence for getting customers online.

Using analytics and AI is nothing something new, but for many firms wanting to make a splash, it could be a fantastic change. By using an ordinary tool like Google Search Console, you can easily understand consumer behavior. You can get a lot of information about your target audience by their behavior, search terms, user activity and also by studying user heat maps. This will help you optimize your campaigns with time.

With user trends easily available, this is the best time to jump in the bandwagon of AI algorithms and have a better understanding of your users.

  1. Personalized email marketing

More than 90% of adults want better email communication from their physical care provider. Considering that email checking is the first thing 66% of people do as soon as they wake up, healthcare marketers should focus on this third most influential source of information.

Below are few types of emails you should focus on:

  • Appointment reminders
  • Request a friend referral
  • Expert commentary and latest health news
  • Seasonal tip sheets
  • Announcements about the latest technology in your office
  • Reminders to patients when they are due for a checkup or follow-up

Healthcare marketing is tricky but it has turned out to become easier than ever before. When used wisely, these strategies can help healthcare providers, suppliers, insurers and advocacy groups to attract new patients and boost awareness of their healthcare business.